Getting Familiar with Published Studies - Results They...

Getting Familiar with Published StudiesKimberly Rauch2/28/08Citation: Shabbir, H. and Thwaites D. (2007). The use of humor to mask deceptive advertising: It’s no laughing matter. Journal of Advertising. 36. 2, pp. 75-85, 2007Intro/Lit:This study is about how advertising is synonymous with ethics in marketing. It also focuses on the way that humor is a mask for the deception in advertising. Method:The researchers in this study used the matrix method approach. This helped them to highlight classifications across the matrix.

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Unformatted text preview: Results: They found that 73.5% of all ads were deceptive. False claims were also evident in certain types of humor ads then others. Discussion: First, the researchers wanted to determine the extent to which humor is used to mask deceptive claims. The researchers also wanted to cross-classify various claims by both the deceptive and humor typologies to determine which types of humor are being used to mask which types of deceptive claim....
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